Who Is Your Customer? The Liquid Consumer Redefining Identity and Belonging.
- Sep 24
- 3 min read
How the liquid consumer moves fluidly across identities, tribes and styles, refusing to be boxed in by age or tradition.
The Rise of the Liquid Consumer
Today’s customer can no longer be neatly categorised by age, generation, or demographic. The liquid consumer is fluid, constantly shifting between identities, communities, and interests. They embody adaptability in a world where labels no longer hold the same power.
This movement is not about rejecting tradition but about moving freely beyond it.
Beyond Generations: States of Mind
The liquid consumer challenges the old model of marketing to Baby Boomers, Millennials, or Gen Z. Instead, they represent a mindset — one that values freedom, creativity, and individuality.
They are just as likely to borrow aesthetics from Gen Alpha’s gaming culture as they are to embrace Gen X’s nostalgia. For brands, this means connecting with values instead of birthdates.
Belonging Without Borders
Community is still central to the liquid consumer, but belonging looks different now.
Rather than sticking to one tribe, they float across subcultures — music scenes, digital communities, wellness movements, or fashion collectives.
They pick and mix, curate identities, and thrive on fluidity. Brands that recognize and celebrate this constant evolution build stronger, lasting connections.
Consumption as Self-Expression
Buying is no longer just about acquiring products.
For the liquid consumer, shopping is about storytelling and self-definition. They choose brands that mirror their shifting worldviews and allow them to express who they are right now — even if that identity changes tomorrow.
This shift redefines commerce as an act of creativity and cultural participation.
How Brands Can Respond
To resonate with the liquid consumer, brands need to shed rigid marketing strategies and embrace flexibility.
Campaigns should be inclusive, products customisable, and communication adaptable across platforms and moods.
The most successful brands are those that listen closely, anticipate shifts, and reflect the consumer’s desire to live outside of boxes.
At TrendSuite, our foresight work tracks the evolution of the liquid consumer and how they’re reshaping identity, culture, and commerce. By decoding these signals, we help you prepare for a marketplace that isn’t just about trends — but about fluid, evolving ways of belonging and consuming.
Innovator Elite Membership
Innovator Elite is your all-access Trend Command Centre — a membership built to give brands the clarity, foresight, and tools they need to stay ahead in a constantly shifting fashion landscape.
Inside, you unlock full trend forecasts, macro and micro insights, consumer profiles, design directions, and a complete Fashion CAD Suite — everything required to move from inspiration to execution with confidence.
In an industry where timing and vision define success, Innovator Elite ensures you’re not just reacting to change, but leading it. For brands who want to anticipate, adapt, and create collections that resonate, Innovator Elite isn’t optional — it’s essential.
Explore Innovator Elite Membership plans today and step into your Trend Command Centre.
Our trend hunters delve deep into global trends, identifying the patterns, movements and design directions that are shaping our changing world. We deliver these key insights through a compelling library of fashion trend reports for your brand to access.
Free Download: Autumn Winter 2026-27 Colour Trends Forecast
In a world where fashion, design, and branding are always evolving, the right colours can make all the difference.
Whether you’re a designer, marketer, or trend enthusiast, staying ahead of the season’s palette is key to crafting collections that resonate and captivate.
That's why we’re excited to offer you our exclusive free trend report, showcasing the Top 5 Trending Colours for Autumn Winter 2026-27
